AI-Ready Marketing Budgets: The Brand Authority Question For Every CEO

Before you sign off on your 2026 marketing budget, ask one critical question: Will this plan position us as the authority that AI systems surface when prospects search for solutions in our category?

The landscape has shifted.

With 58.5% of Google searches now ending in zero clicks and AI Overviews appearing in 70% of B2B tech searches, your prospects are forming opinions about vendors without ever visiting websites. AI systems preferentially cite brands they recognize as authoritative sources. Without deliberate investment in building that authority, you're invisible in the conversations that matter most.

The midmarket advantage is real.

AI doesn't just look for names—it looks for substantive answers to specific problems. Companies winning this transition aren't outspending competitors; they're out-teaching them. Research shows organizations that invest more in marketing technology and content see 18% greater sales lift and 7% greater revenue growth.

The window is closing.

AI systems develop source preferences based on historical authority signals. Before approving your budget, ensure it includes a systematic program to own the specialized questions where your expertise is strongest. The companies that move decisively in the next 12-18 months will establish positions that become increasingly difficult to dislodge.

Bottom line:

Does your marketing plan build lasting authority, or just rent temporary attention?

Talk brand strategy with us

Read client stories

References

Break The Web Agency (2024) AI SEO statistics: The latest data on AI search trends. Available at: https://breaktheweb.agency/seo/ai-seo-statistics/ (Accessed: 4 November 2024).

Deloitte Digital (2024) 2025 marketing investment trends: Leading in an era of disruption. Available at: https://www.deloittedigital.com/us/en/insights/research/2025-marketing-investment-trends.html (Accessed: 4 November 2024).

Omnius (2024) AI search industry report: How generative AI is transforming search in 2025. Available at: https://www.omnius.so/blog/ai-search-industry-report (Accessed: 4 November 2024).

TopRank Marketing (2024) B2B marketing budget trends 2025: What top marketers are planning. Available at: https://www.toprankmarketing.com/blog/blog-marketing-budget-trends/ (Accessed: 4 November 2024).

WordStream (2024) Google AI Overviews statistics: 20+ stats marketers need to know. Available at: https://www.wordstream.com/blog/google-ai-overviews-statistics (Accessed: 4 November 2024).